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1968: DieHard battery prevents winter #*(-)#

RRR... RRrrr... rrr... rr... r... #*(-)#

December 12, 2017

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Back in the 1960s, when a Maine winter turned your single-weight motor oil into peanut butter and your primitive car battery into a lethargic dispenser of single-digit amperes, anything that could give you a second or two of additional starter cranking was a precious commodity. Here's a 1968 double-page magazine advertisement for the Sears DieHard battery, showing how a snow-buried car— maybe a GM A-Body?— performs with a battery from the competition.

Using a plastic battery case instead of the traditional (in 1968) rubber case gave the DieHard room for more lead and more acid, according to this advertisement. And DieHards fit 88% of the 12-volt cars on the road that year; it would be interesting to know how many 6-volt cars were still on the road at that point.